Application performance management and business observability player Dynatrace is aiming to avoid “partner issues”, by sitting down with them to lay out business plans and new go-to-market strategies.
The supplier now has around 4,500 customers globally and around 700 partners, covering the likes of global system integrators, hyperscalers, regional market resellers and distributors, and smaller country-wide partners.
At the annual Dynatrace Perform customer and partner event in Las Vegas last week, Jay Snyder, SVP for partners and alliances, told IT Europa: “If anything goes wrong, we can refer to the plan and the noise can easily disappear.”
Those plans, for the most active partners, cover areas like teaming agreements, deliverables, partner earnings, and aligned expectations. Teaming agreements are particularly aimed at customer contracts worth between around $300,000 and $500,000-plus of annual revenue.
As for partner numbers, Snyder said increasing the number was “not a focus at the moment”. “It doesn’t matter whether its hundreds or thousands of partners. Currently, around 70% of our business is done through partners, and 70%, 80% or 90% we’re fine with, but the real issue is partner impact, not the percentage.”
He said: “The main thing is the size of the deals and the total sales. To help improve our GTM, we overhauled our enablement last year, with speciality sales teams, tech training that includes access to our own internal staff training, and ecosystem development, for instance.
“There is also a branding opportunity with our partner certification that can be monetised, as the Dynatrace platform is now seen in the market as pretty all-encompassing.”
On the overall market opportunity for business observability solutions, Rob Van Lubek, EMEA vice president, told us: “We’ve gone from straightforward monitoring to observability. Monitoring is a cost centre for the business. The goal is to provide a unified solution to customers that can provide all-round business observability and help cut costs.”
He explained: “We have the opportunity to allow companies to get the most out of all their technologies. Some IT pros are already waking up in the morning, and checking how their company is doing on their phones, and that will become more widespread.”
He said companies needed to take information out of the data they were already generating, and that data should be in an observability platform – the info all in one place for the business to share and generate the insights that are needed, turning the observability platform into a bottom line positive.
“We are talking about unified insights with end-to-end security, and meeting all compliance demands,” said Van Lubek.
